The client is one of the UK’s leading suppliers of heating solutions including domestic boilers, controls and renewable energy products such as solar thermal and air source heat pumps.
The client wanted to increase its market share within the industry with its new and improved product range, by highlighting its seven-year warranty – a first for an industry where warranties are typically just five years.
Following a competitive pitch, the client chose Creative Business Labs, for its imaginative campaign.
The brief was to launch the product’s seven-year warranty into the market to attract new customers and drive sales while working towards the following objectives:
- Drive sales
- Build positive associations
- Deliver obvious reasons to switch to the client
- Create sustained noise over the six month period
Targeting both merchants and installers, Creative Business Labs launched a seven-month ‘benefits’ campaign highlighting key reasons to choose the product. Counting down seven months to December 2012, with monthly campaign bursts across SMS and emailers, created urgency to register the seven-year warranty that was available for this limited time only.
A dedicated microsite with a countdown timer to the end of the promotion, service revenue calculator and interactive features acted as a campaign hub, reinforcing each key benefit and helping to drive new relevant traffic to client’s website.
Merchants were engaged with in-store promotional packs incorporating POS which included everything from ceiling hangers and floor stickers to post it notes and mugs. A brochure containing a campaign overview, which also communicated key messages, was designed, developed and distributed to merchants.
As well as a series of adverts in trade-specific publications to raise awareness amongst merchants, the client also exhibited at Installer Live. A film with a live countdown was created for the event complemented by a branded installation featuring a bar area, displaying the product range and highlighting the campaign.
It was important for the client to get its employees excited and engaged with the campaign too. To ensure they could talk confidently about the campaign, the in-house sales teams were equipped with a sales pack outlining the campaign as well as various marketing materials such as screen savers, email footers, brochures and stationery.
The campaign was a huge success with the client being inundated with calls and product sales increasing by 38 per cent in a market that was 12 per cent in recession.
Client’s campaign positioned the company as a leader in the industry and resulted in competitors responding with duplicate seven-year warranty campaigns.
The client’s marketing director, said: “We were impressed by Creative Business Labs strong creative backed up with intelligent marketing strategy which has really helped to position us an innovative brand.
“The campaign was such a success and has helped to contribute to our increasing market share which was obviously a key objective for the campaign”….